Wide-format event prepares for lift-off

As befits any summer blockbuster, Fespa 2015 has an epic trailer, complete with animated intro, plentiful CGI and what appears to be the music from the 2010 Christopher Nolan box office smash Inception.

To be fair the booming bass and dramatic music suits the show’s space theme down to the ground, which is mercifully where the actual event will take place: in Cologne from 18-22 May.

And while it might seem a tad far-fetched to compare a trade show with interstellar travel there is a logic behind the theme for this year’s main wide-format event, which is expected to attract 25,000 unique visitors from over 126 countries.

“This is the biggest show of the year, visitors come from all over the world and they want to understand how they can move their business forward, not just in the present, but in the future, which is very much what our space discovery theme is about,” says Fespa divisional director Roz McGuinness.

“There are planets out there that are currently unexplored by some printers; Fespa gives them the opportunity to board a mission of discovery, safe in the knowledge that we’re supporting them as they explore the planets of print.”

Seminar programme

That support comes in the form of the largest education programme in the history of the show, with 100 free seminars across the five days on a broad range of topics and aimed at different levels of expertise – from introductions to specific markets and applications to more in-depth technical sessions.

“We are supporting their journey with our educational content and through our partners who are able to provide them with the applications and the business cases to be able to make that step confidently, knowing they’re heading in the right direction,” says McGuinness.

While printers visiting Cologne will embark on a ‘mission of discovery’, Fespa’s own mission – ‘profit for purpose’ – can be seen in the continued evolution of the show’s main features. In particular, Fespa 2015 sees the introduction of an Industrial Print Showcase and a separate 3D Print Showcase, in partnership with trade associations ESMA and 3Dion respectively.

“For the Industrial Print Showcase we’ve chosen the three biggest growth areas, which are automotive, printed electronics and decor laminates, as well as packaging. There will be other examples but obviously what we want to do is make sure people are able to pick up and run with the growth areas of business where they will get most potential business opportunity,” says McGuinness.

“Adjacent to that we will have the 3D Print Showcase where you will see the leading purveyors of 3D print armed with examples and samples to show how the technology has moved forward. It’s also supported by a lunch and learn session for those that really want to drill down a bit deeper into what’s happening with 3D.”

Manufacturers taking part in the showcase include Stratasys, Makerbot, Roland DG and the Chinese manufacturer DreamMaker, which will show its DreamMaker Overlord 3D printer in Europe for the first time at Fespa 2015.

Building demand

Fespa’s main new feature, the Printeriors exhibition and conference, exemplifies the organisation’s mission to ensure every bit of profit goes back into building demand for print. “It is about widening the audience for our print service providers and equipment manufacturers,” says McGuinness. “It’s about developing the knowledge of interior designers and print service providers about what they can achieve when they bring print into their interior design and architectural projects.

“The interior design world and the architects don’t know Fespa – why would they – this campaign is very much intended to reach out into the interiors world to make sure we’re spreading the message about how print could enhance their business and enable them to undertake more projects with a lower budget and in real time. Being able to transform an interior in 48 hours using materials that would otherwise be prohibitive in cost is one of the benefits of using print.”

With all these new features it is little surprise that Fespa 2015 will be the biggest ever for the organiser, with over 700 exhibitors filling the show’s 62,500m2 gross floorspace. Contributing to that increase, Fespa Fabric is 44% larger than it was at Fespa 2013 in London and European Sign Expo is 50% larger. The exhibition’s other mainstays, the Fespa Awards and the World Wrap Masters, return and visitors will once again have the opportunity to try their hand at wrapping for themselves. “There’s lots of opportunity throughout the show to come along and have a go,” says McGuinness. “I did it last year and who knew I was going to become rookie queen!”

Visitors will be able to view the award finalists’ work in the boulevard between halls and can vote for the winner of the people’s choice award, which will be presented at the awards ceremony and dinner at Cologne’s Botanical Gardens on 19 May.

So take your protein pills and put your helmet on as the wide-format industry prepares to lift-off from Cologne into a galaxy of print opportunities.